Published on March 5, 2014
Services Capstone Starting a Social Media Strategy By Susan Fant www.susanfant.com / firstname.lastname@example.org / @susanchesley #coolestclassatua
About Susan @susanchesley University of Alabama Instructor in Masters of Marketing Program – Create & Teach MKT597: Digital & Social Media Marketing Courses President of Castle Sands LLC – Create Websites & Social Media Presences for Professionals Executive Director Foresight Education & Research Network (online network 3,500+ professionals worldwide) Education: Birmingham-Southern College & University of St Andrews (Business + Technology)
What Do Clients Want in Social Media In order to have ROI potential, you must understand: How to use different platforms / channels How to gauge effectiveness How to integrate into other marketing efforts Companies are looking to impact the bottom line (ROI) and capitalize on the ability to create, listen, analyze and interact with customer conversations online.
Social Media Timelines You are looking for your client‟s “big goals” ROI Matters Time Matters What deliverables can you give someone quickly and efficiently on a timeline. A client may need help thinking through an appropriate timeline and it is up to you to align expectations with reality.
What Does Social Media Do? Social Media‟s Four Core Functions are: Monitor Amplify Respond Lead
Telling Your Client‟s Story Social Media - is not free - but it is a great way to tell your story & can be tailored to your budget. Time is an opportunity cost Budget can be spent on hiring someone to work on social media Budget can be spent on “sponsored” stories and promotions Most clients will not want to “spend” any budget until they see results
Facebook 680 million Monthly Active Users in Dec. „12 1 out of every 5 page views in the USA is on Facebook Main competition is for attention Edge Rank – the more engagement a user has with content the stronger Edge Rank believes the user‟s interest is in similar content and filters newsfeed accordingly Likes, clicks, shares proves interest It does not track purchases or conversions Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
Facebook for Business http://www.facebook.com/business
Twitter As of 12/2012 there were more than 100 million users in the USA Twitter users post 750 tweets per second With Twitter you are talking to the world at large – anyone can find you via a hashtag (#) and you can talk with anyone – it‟s an open network @susanchesley Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
Twitter for Business http://business.twitter.com
Instagram As of 12/2012 Instagram had 130 million Monthly Active Users Instagram photos generate up to 1,000 comments per second Instagram is a visual, artistic, way to express yourself and your business authentically. Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
Instagram for Business http://business.instagram.com
In depth: Understanding a Facebook Page 1. Set The Clients’ Goals What does the client want? More Followers? More Sales? 2. Understand The Client This is your chance to tell a story about this organization or business with the client.
What Do You Need? LESS Likes MORE Engagement With Edge Rank it is more important to get engaged users who will LIKE & SHARE your content Promote your Facebook presence online and offline with flyers, banners, in-store displays, giveaways/coupons, and actively engaging your audience
Create Sharable Content and Calls to Action Shareable Content – 783 views Call to Action– 164 views
How to Know Your Audience
Understanding Your Posts
Who is the Target?
What Does it All Mean? You can tailor fit your marketing to your target market online which may be the same or different than who is coming into your client‟s offline business You can test content immediately and see what works and what doesn‟t. A lot of social media is about experimentation.
Brief Overview: Twitter
What Are You Aiming For? Talk to your target audience Engage with new people – many journalists and influencers are actively using Twitter People can spread your message around quickly with a hashtag campaign (offline & online interaction) and can meet quickly too Share “retweet” other content (that makes sense to your business) to spread the word that you are an active community member
How to Keep Up With It?
How to Get the Bigger Picture?
Brief Overview: Instagram
What Are You Aiming For? Like & Get Involved With Other Users Help Spread Your Message to a Younger Audience Who is Mobile Specific
Websites & Blogs Think about the timeline for the strategy? What‟s your client‟s main message? How much control do they have over what is posted online or new websites that are being built? Do they have information ready to go online? What do they really need in a blog or a website – do they need high quality security, credit card transactions etc?
Building Websites & Blogs There are several cloud services you can use: Weebly, Wix, GoDaddy, Strikingly WordPress, Blogger, & Tumblr are the main blogging platforms Do you have someone to provide content regularly and efficiently? Is this something the client wants?
Tell the Story, Make the Sale Social Media is a marketing tool - it can greatly emphasize what you do and has the ability to spread far and wide. You have to put in the time and budget appropriate to the growth you expect to reach your goals. Focus on monitor, amplify, respond & lead when creating your company‟s social media presence. Your goals are your benchmarks which are your ROI measures.
Suggested Resources http://www.facebook.com/business http://business.twitter.com http://business.instagram.com http://tweetdeck.twitter.com http://www.hootsuite.com http://www.slideshare.net/susanchesleyfant http://socialmediatoday.com
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